Also referred to as a lead capture page or destination page, a landing page is the web page a visitor arrives at on your website. It is the first interaction a visitor will have after they click on an ad, social media post, or email you sent. The landing page is designed to impress and convert your website visitors into leads. Below is an example from wix.com.
Most brands are using the landing page to optimize user experience. It is also a great way to increase conversions. You can determine your landing page performance by running A/B tests (Davidson, 2017). This will help with its continuous improvement, which translates to more success for your brand.
Most people won’t tell the difference between a landing page and other pages on a website. However, landing pages are unique since they usually are focused on one thing. The page has a primary purpose of introducing you to the brand with brief and easy to understand the content. Also, it might be focused on conversions. However, there is what makes a landing page complete and beneficial, and its ability to align its focus on the intended purpose to the point that the visitor can get all they want to know about the brand. Below is a list of how a landing should not be:
- Should not ask for too many or unnecessary details
- It should not contain an unnecessary navigation bar
- Should not contain too many offers
- Content on the page should match that ad you run on social media or elsewhere
- Should not contain ambiguous next steps
- Simple purpose. It should clearly stipulate the value you offer to your customers. As well, it should have clear indication of how your product or service will improve the customer’s current status by solving their problems and meeting their needs.
- Align content with the ad. Ensure that what a visitor came to see, they find it. The ad content should be available in detail on the page. Meaning the landing page should make sure that the customer gets all the answers they answered and clarity on what benefits they are getting.
- Should be persuasive. The landing page should be persuasive enough to be able to convert your visitors. For instance, you can use relevant and empathetic images, have trust indicators added, lead capture should not ask for unnecessary information, and the call to action CTA should be clear in delivering value.
- Use eye-catching headlines. Remember that the main headline confirms the order, whereas the subheading explains it more.
The landing page simple should be about the visitor or should be designed with the visitor in mind. Make sure to do testing like the A/B testing to be sure the landing page you use is just right and will give you high conversion rate.
Davidson, J. (2017). How to create high converting landing pages. JD-Biz publishing.